The rules of the marketing game have changed. The web has empowered consumers with the tools, to filter and select in a way that was never possible before. As these radically new structures emerge, we as marketers need to rethink the way we devise and deliver communication.

Here are some tips on how to plan an effective digital campaign:

1. Define the measurement metrics for your campaign
For example, if you are marketing a special course, define whether you want to measure how many people viewed the course content or how many people asked for a free case study or how many people actually downloaded the application form.

If your measurement is about how many people actually downloaded the application form, then you need to setup your entire tracking mechanism that leads people to downloading the application form.

2. Content hooks
Think about the type of content you need, both rational and emotional, to get your consumer to actually download the application form. In our example, the rational points could be that it's easy to get an application form, it does not involve any commitment or payment.On the emotional front, it may be necessary to talk about how they will be able to command better salaries, how sought after they will become after having completed the course.

3. Choice of channels
Look at the content (rational and emotional) and see whether you can amplify those in different digital channels. You can then investigate mobile, kiosk, social network, etc. to see the relevance. Finalise a shortlist of channels that will be used and the content that will be represented in each of those channels

4. Creative idea
More often than not one tends to focus on the execution without thinking of the idea. While it's not all wrong, the only problem is that you end up with a campaign that has no life, no excitement and more importantly, no involvement. This is the area where magic happens. Knowing well that you need to measure application form downloads, have all the content to drive them to it emotionally and rationally, you need an idea to solidify the focus. A core idea is always important because it makes your consumer focus on one single thing.

5. Consumer insights
Now that you have the content, channel and idea mapped, you need to qualify it with key consumer insights to gauge its relevance. Do an unaided consumer research to see whether your idea really resonates with your consumer.

Last but not the least; requalify your business, marketing and communication objectives and make sure your digital campaign meets your overall offline and online campaign objectives.